Brands
Colgate launches ‘Oral Health Movement’
Mumbai: As part of its mission to champion India’s oral health journey, Colgate-Palmolive (India) Ltd, has announced the launch of its transformative “Oral Health Movement”. This unique AI-enabled initiative aims to encourage Indians to prioritize their oral health, while leveraging technology to bridge the gap between the awareness and accessibility of Oral Healthcare in India.
Today, 90 per cent of Indians suffer from oral health issues and yet, 80 per cent of urban Indians don’t brush twice daily and a mere nine per cent visit a dentist in a year. A comprehensive pan-India study conducted by Colgate and Kantar in 2023 underscores why prioritizing Oral Health is the need of the hour.
This nationwide and multi-touchpoint campaign is centered around an AI enabled Dental Screening tool, which has been developed in partnership with Logy.AI, will encourage people to take charge of their oral health. With Just a few questions and three pictures of their mouth, users can get a free dental screening report instantly. Post this, users will get an option to schedule a free dentist consultation in their preferred location. To support this, Colgate has tied up with the Indian Dental Association (IDA) to leverage their 50,000 strong pan India dentist network.
The campaign showcases everyday Indians engaging in sophisticated conversation about dental health, demonstrating how Colgate’s “Oral Health Movement” and its instant AI-generated dental screening reports have empowered them with more knowledge about their own oral health. This approach highlights the accessibility and effectiveness of the initiative in making oral health information available to everyone.
Speaking on the Movement, Colgate-Palmolive (India) Ltd executive vice president, marketing Gunjit Jain said “While 90 per cent of Indians have an oral health issue, only nine per cent visit a dentist. Most people are not aware of the issue and realize it only when it deteriorates into a painful problem. At Colgate, we believe that it’s our responsibility to help elevate India’s oral health awareness and access. With the Oral Health Movement, we’re unlocking this by placing a free, whatsapp-based, AI-enabled, dental screening tool in the hands of millions of Indians. People can now take charge of their oral health by getting more knowledgeable and proactive. Our new campaign uses engaging content across an omni-channel and performance-driven media stack to encourage people to adopt this tool.”
The campaign goes live across television and digital platforms like Google, Facebook, Instagram and YouTube starting 15 Nov. In addition to the awareness leg, this campaign will also have a large-scale performance marketing mix leveraging tools like Google Performance Max, META CAPI, etc. along with partner tie-ups. There will also be on-ground activations in retail stores, housing societies, bus stations, corporate offices among other touchpoints nationwide along with influencer partnerships to maximize screenings. Through the Oral Health Movement, Colgate aims to reach over three million Indians, contributing to its mission of improving Oral Health awareness and practices across the country.
Speaking on the campaign, Ogilvy executive creative director Juneston Mathana said, “One truly becomes an expert at something when one has expert knowledge of it. Colgate’s free AI-enabled dental screening aims to democratize expert dental knowledge. Rightfully so, our films feature people flaunting that expertise while ironically failing to perform simple day-to-day tasks. The contrast in their vocabulary is something Hemant Bhandari, our director, has captured in the most engaging way.”
The first campaign film depicts a family scene where a father and his daughter casually discuss complex dental terms, showcasing their newfound expertise. The second film is set in an office, where two colleagues compliment each other’s dental features using expert terminology. Both scenarios aptly contrast the characters’ dental knowledge with their everyday struggles like hair-braiding and rangoli-making.
Both films conclude with Colgate encouraging viewers to participate in the movement. It prompts the audiences to scan the QR code across , upload images of their mouth and get a quick AI-enabled dental screening report on whatsapp.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
